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Many people are aware of the negative consequences of plastic use on the environment. Nevertheless, they use plastic due to its functionality. In the present paper, we hypothesized that this leads to the experience of ambivalence—the simultaneous existence of positive and negative evaluations of plastic. In two studies, we found that participants showed greater ambivalence toward plastic packed food than unpacked food. Moreover, they rated plastic packed food less favorably than unpacked food in response evaluations. In Study 2, we tested whether one-sided (only positive vs. only negative) information interventions could effectively influence ambivalence. Results showed that ambivalence is resistant to (social) influence. Directions for future research were discussed.
When humans encounter attitude objects (e.g., other people, objects, or constructs), they evaluate them. Often, these evaluations are based on attitudes. Whereas most research focuses on univalent (i.e., only positive or only negative) attitude formation, little research exists on ambivalent (i.e., simultaneously positive and negative) attitude formation. Following a general introduction into ambivalence, I present three original manuscripts investigating ambivalent attitude formation. The first manuscript addresses ambivalent attitude formation from previously univalent attitudes. The results indicate that responding to a univalent attitude object incongruently leads to ambivalence measured via mouse tracking but not ambivalence measured via self-report. The second manuscript addresses whether the same number of positive and negative statements presented block-wise in an impression formation task leads to ambivalence. The third manuscript also used an impression formation task and addresses the question of whether randomly presenting the same number of positive and negative statements leads to ambivalence. Additionally, the effect of block size of the same valent statements is investigated. The results of the last two manuscripts indicate that presenting all statements of one valence and then all statements of the opposite valence leads to ambivalence measured via self-report and mouse tracking. Finally, I discuss implications for attitude theory and research as well as future research directions.
